Apple Hikes MacBook and iPad Prices This Week Amid Soaring Memory Costs

According to Wedbush analyst Dan Ives, Apple raised prices on MacBooks, iPads, and other devices this week, citing soaring memory and storage costs. The MacBook Neo price increased from $599 to $699, while the iPad Air 128GB jumped from $599 to $749. The MacBook Air 512GB now costs $1,299, up from $1,099.

Ives maintained a bullish outlook, arguing that Apple's strong brand and loyal customer base give it greater pricing power to absorb rising costs without materially hurting demand. UBS similarly expects only modest near-term margin pressure, given that iPhone accounts for roughly 80% of Apple's product revenue. However, more meaningful margin expansion would likely require iPhone pricing changes later in 2026.